JUST THIS MONTH, I READ AN ARTICLE ABOUT THE NATIONAL TIE ASSOCIATION disbanding after decades of service, rendered obsolete by the simple fact that men no longer wear enough ties. The tie association fell victim to forces beyond its control — the winds of fashion, which are as unpredictably fickle as a toddler’s taste buds.
It occurred to me that as an association, TGA is far more fortunate. Granted, we’re also subject to some factors beyond our influence — the rising price of gas, ever-increasing airfares and tacked-on fees, yet another inconvenient terror alert. But here’s our unshakable advantage — we are the only ones in the travel industry whose principal job is to provide comfort and facilitate travel.
Think about it — everyone else in the travel picture adds inconvenience. Destination stories aside, the No. 1 travel writing topic is in the vein of “Traveler Beware,” with titles such as “The Air Traveler’s Survival Guide” or “10 Pitfalls of Online Reservations.” Travel writers, who are supposed to build excitement about travel, make it seem as though travel is the opposite of fun.
We are the problem solvers of the travel industry. When locks started getting cut off checked luggage, TGA’s members stepped forward with TSA-friendly locks. When liquids became a restricted item in carry-ons, we responded with 3-1-1 kits. Overweight luggage fees? Travel scales. For almost every travel problem, every need, there’s an accessory that addresses it. No wonder they’ve become our fastest-growing segment.
Travel accessories smooth the way for travelers by solving problems and adding comfort and convenience. This is the key, and you see it in the sales approach of every retailer we interviewed for this issue’s feature on selling accessories, all of whom offered the same sales wisdom — ask travelers where they’re going, what they’re concerned about, and show them the items that address those concerns. Accessories make travel easier, and a lot more fun.
Accessories have become part of our everyday existence, from purses and handbags to business cases and portfolios, wallets and fine pens, cell phone holsters and iPod cases. They’re truly ubiquitous, as commonplace as the daily trek to work, to school, to grandma’s house and the grocery store. Accessories are more than just travel needs; they’re everyday wants.
Luggage will always be part and parcel of the travel goods landscape. But while that’s what often brings people to the door, and represents a big investment for them, it’s not what keeps them coming back. It’s accessories that make travel easier that bring customers back. And whether those accessories solve a problem, skirt an inconvenience or add comfort, the bottom line is none of this actually comes from a suitcase — it comes from what it contains.
And — unlike the necktie — an accessory that makes life easier is something that will never go out of style.
Editor-in-chief
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